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Research: Mapping Public Radio’s Independent Landscape – Project Narrative

Excerpt from application to CPB: September 9, 2002
Written by Sue Schardt,SchardtMEDIA

According to an internal evaluation by National Public Radio, an estimated 20% of the stories on the network’s news magazines are produced by independent reporters.* This is just one, albeit important and preliminary indicator of what independents contribute to the public radio system, both quantitatively and qualitatively. " Mapping Public Radio’s Independent Landscape" seeks to advance the system’s understanding of, and take a methodical look at, the broader landscape of the industry. It is important that, as a system, we work to carefully study this constituency within our borders. The time is right to undertake a project aimed at identifying who independents producers are, and to measure what they are contributing to public radio: are they meeting the needs of the listeners? how can they better serve the goals and objectives of public radio programming in these evolving times?

This project will set an important foundation for determining, too, how the public radio system is supporting the independent community and where, if anywhere, it might be strengthened. Additionally, in an environment where even our most successful independent producers must often find additional financial means of subsidizing their radio production work – writing, working in commercial television, starting up radio stations, relying on trust funds – we’ll ask key questions: do we, as a system, value the contributions of independents in radio? if we do, are we adequately supporting the creative/independent sector in the manner we wish to? does the work independents contribute consistently meet public radio’s highest standards? Armed with solid and objective research, key decision makers throughout the public radio system will have a valuable tool to help them make informed decisions about what they can (or should) and cannot (or should not) sustain.

In this way, this study will break important ground in ensuring that the public radio airwaves continue to reflect the most vibrant and creative aspects of American culture. The findings will help to support and ensure that, as a system, we are doing our best to serve listeners with the "core values" of public radio programming…qualities of the heart and spirit, the mind and intellect, and the craft and use of medium… with programming that is "unique and excellent", that reflects and serves a sense of "idealism", in an "authentic" and "uniquely human" voice.**

There are a number of important reasons that this project is both timely, and vital for the continuing health of the public radio system. Among them:

• There is a proliferation of new technologies – specifically, satellite radio and the internet – which some envision will provide listeners with increasing ease of access to new and innovative content. These technologies also present an attractive alternative for the most talented independent producers looking for optimal distribution for their work. The competition for content brought about by the diversification of choices make it imperative, some argue, that we maintain an environment that is welcoming and supportive of independent producers.

• This is a time of unprecedented cooperation and dialogue between the networks – NPR in particular – and the independent community. In a letter concerning copyright and rates issues dated 6.7.02 and addressed to “Independent Producers,” NPR Programming VP Jay Kernis wrote, “By working together, we hope to create benefits for both NPR and the independent producer community and to establish an ongoing conversation that brings us closer together. Ultimately our listeners will benefit from this as new generations of independent producers bring wonderful stories to the air.”

• As more radio stations develop their own programming, move beyond reliance on network programming, and grow into significant content centers in the own right, the demand for new and "different" content – the next This American Life -- is high. Thus, the opportunity for independent producers is at an all-time high, however, the full range and depth of the individuals who comprise the independent community remains somewhat obscured, and the field dominated by a small handful of – albeit enormously talented – producers. This project will provide visibility and expose the breadth and depth of the community of independent producers, helping to lay ground work for new relationships to flourish.

• With nearly 29 million listeners tuning to public radio stations each week, it can safely be stated that public radio has achieved all-time success. The industry has matured into a mainstream institution reflecting our unique and diverse culture through words and music, and serving as a mainstay for citizens seeking timely, in-depth news and perspective. With this success comes the danger of complacency, and there are voices within the industry who lament the lack of innovative programming, who fear that we will rest on the well-earned laurels of success, and lose the spirit of innovation that brought the industry to where it is today. This project, with the help of CPB and other investors throughout the system, will help to focus programming priorities, and inject energy and a new idealism into the creative culture of public radio.

* A.I.R. Rates Committee – Report and Recommendations; Karen Michel and Jeff Lunden, June 2002 ** Defining Public Radio's Core Values; presentation by Marcia Alvar; Sept 2000 (PRPD Conference)

All details and ideas outlined in this document are proprietary and confidential and intended only for the recipient. No portion of it may be reproduced or disseminated without the any expressed permission of SchardtMEDIA.